Viral marketing - creating compelling content that markets itself and encourages your market to spread your ideas for you - is an incredibly powerful marketing method. But how does it work? How do you make interesting content that spreads like wildfire? This session will delve into the ins and outs of viral video - producing sound creative, and production and distribution strategy. We will focus on how to develop a compelling creative concept, produce the right video assets, and leverage digital distribution tactics to reach as broad an audience as possible. We'll show one client example (GEICO's Caveman Campaign at SXSW 2008) and discuss how celebrity power, âpaparazzi-style' user generated footage, and experiential tactics all play into making an online video effort successful. The session will present a number of viral video examples to draw out best practices for marketers today.Peter comes to iStrategyLabs with a breadth of knowledge and experience perfectly suited for his role, which focuses on producing marketing campaigns that marry the online and offline worlds. In prior roles, Peter has been a TV producer, art director, international content licensing executive, documentarian, concert producer, and digital strategist. A natural web-geek at heart, Peter remains focused on the interactive side of the advertising business, providing clients with digital strategies that leverage all areas of The Interactive Universe, but his producer mentality drives the experiential and content production side of the iStrategyLabs business. From web site creation to online media campaigns, mobile marketing and social media, Peter has the experience and understanding to help marketers wrap their minds and business models around the interactive space. He has a degree from Emory University's Goizueta Business School with a focus on operations, management and entrepreneurship. He is also an alumni board member of the Goizueta Business School and Greater DC Cares.